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ADI: 'Designed and Made-in-India' signs emerging

Posted: 20 Mar 2013     Print Version  Bookmark and Share

Keywords:Digital signal processor  embedded software  ASSPs  ASIC 

An example of a product designed and developed in India is our 'Pipelined Vision' processor with two DSP cores. The powerful chip is a vision processor and used for advanced driver assistance system (ADAS) in intelligent cars. A camera at the front end feeds the information about the road and traffic conditions to the video processor and it is able to analyse situations like forward collision warning, pedestrian detection., lane departure warning, recognizing traffic signals etc. all simultaneously in real time and in HD mode. The software, the hardware and the application was entirely developed out of our India design centre.

With so many policy announcements in the Indian electronics sector, has Analog Devices set any strategy, especially on the product development front? Please specify.

We continue to monitor the steps Indian Government is taking in terms of its electronic policy. While last decade has been a “Consumption in India” story with growing demand for electronics systems in India, most kept getting imported or assembled. But now in multiple segments, we see the signs “Designed and Manufactured in India” emerging. We are hence more active on the sales front supporting our customers. The proximity of our India design team who have years of experience designing for our customers worldwide is a huge advantage.

We are actively engaging with the younger engineers and the engineering student community to enhance the systems engineering expertise in India by organizing the 'Anveshan Design Fellowship' and as well as launch of university programme with the launch of an affordable and portable analogue lab that replaces the need for expensive lab setup.

What do you expect to see in the country as a result of the Electronics Policy in the next five years?

According to all market research and news media we see, India consumption will grow several folds for Electronic Systems to Rs.21.51 lakh crore ($400 billion) by 2020. As with any policy, it is all about implementation and getting the correct incentive structure for manufacturers to do more from here.

What kind of opportunities do you see in the Indian market? There are lots of domestic smartphone/tablet brands in the country today, how is Analog Devices looking at this from a growth (in terms of both revenue and presence) point of view? Is there any partnership possibility?

Historically the opportunities in the India market have been from the energy metering, UPS/inverter and defence/space market. With the emergence of design houses and Indian arms of MNCs taking ownership of the designs, we see communication infrastructure and medical equipment as an active area of growth.

Our primary focus is on the wireless network infrastructure. For smartphones, we seek out opportunities to provide meaningful differentiation. We have some key technologies for the smartphone industry in terms of MEMS microphone, human proximity detection to reduce down the transmit power, accelerometers, imaging and audio that have been designed in multiple handsets and tablets worldwide.

How important is India as a market for Analog Devices? What is the level of investments you are planning to bring to India? What is the 5-year roadmap for ADI?

The importance of the India market for ADI is growing. While the Indian revenue as percentage of global sales is still in single digits, we see the emerging signs of systems being designed by our customers in India. Indian arms of multinational companies and Indian design houses have taken the lead here. We plan to grow our revenue substantially in the next few years and will expand our sales and application engineering team as required. The R&D team would continue to design and innovate for the global customer base and we will engage at a technical level more with our customers in India.

-- Arti Singh

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